A Study On The Influence Mechanism Of The Integrated Development Of Intangible Cultural Heritage And Tourism In Rongshui Miao Autonomous County

Intangible cultural heritage is an important part of China’s excellent traditional culture,carrying the cultural memories,wisdom and customs of the Chinese people.The protection and transmission of intangible cultural heritage can continue the lineage of excellent Chinese traditional culture and strengthen cultural confidence.As the earliest Miao autonomous county in China,Rongshui Miao Autonomous County has a high endowment of intangible cultural heritage resources,which are well preserved and are the accumulation of local history and the most moving colour of an ethnic group.Promoting the integration of intangible cultural heritage and tourism in Rongshui Miao Autonomous County on a wider,deeper and higher level can promote the quality and upgrading of the local tourism industry,as well as better inheritance,protection and development of the local intangible cultural heritage,continuously forging a sense of Chinese national community and promoting Chinese culture to the world.However,in the process of integrating intangible cultural heritage and tourism in the area,stakeholders have conflicting and contradictory interests,so it is important to balance their interests and maximise the satisfaction of each party’s interests from a stakeholder perspective.The thesis takes the case study of the Rongshui Miao Autonomous County as a case study,takes the influence mechanism of the integration of intangible cultural heritage and tourism as its research content,and starts from the perspective of stakeholder research,under the guidance of stakeholder theory,industry integration theory and sustainable development theory,and integrates the application of multidisciplinary knowledge from sociology,ethnology,management and tourism,etc.,to systematically analyse the roles,behavioural processes and related relationships played by the five core stakeholders(local government,enterprises,intangible cultural heritage inheritors,community residents and tourists)in the integration of intangible cultural heritage and tourism development.In this study,the roles,behaviours and relationships of the five core stakeholders(local government,enterprises,ICH inheritors,community residents and tourists)in the integrated development of ICH and tourism in Rongshui Miao Autonomous County are systematically analysed,and a theoretical model of the influence mechanism of the integrated development is constructed.Based on the field research,the theoretical model is empirically analysed by means of structural equation modelling to verify its validity,and to propose countermeasures and suggestions for the sustainable development of the integration of intangible cultural heritage and tourism in Rongshui Miao Autonomous County.The study concludes that:(1)Local government support,enterprise standardization,ICH inheritors’ leadership,community residents’ response and tourists’ experience together constitute the influence mechanism for the integration of ICH and tourism in Rongshui Miao Autonomous County.(2)Local government support,enterprise regulation,ICH inheritors’ leadership,community residents’ response and tourists’ experience all have a significant positive impact on the integration of ICH and tourism in Rongshui Miao Autonomous County,and there is a significant correlation between them.(3)The influence of each dimension on the integration of intangible cultural heritage and tourism in Rongshui Miao Autonomous County,in descending order,is that tourists experience it > intangible cultural heritage bearers lead it > local government support > community residents respond to it > enterprises regulate it.(4)The sustainable development of the fusion of intangible cultural heritage and tourism in Rongshui Miao Autonomous County requires a multi-directional coordination of fusion development at the government level to strengthen the effectiveness of the guarantee;a multi-channel creation of fusion brands at the enterprise level to promote high-quality development;a multi-method cultivation of fusion talents at the level of non-hereditary inheritors to give a platform for development and expression;a multi-dimensional exploration of fusion participation at the community level to enjoy the dividends of fusion development;and a multi-faceted approach at the tourist level to stimulate the purchasing power of fusion and raise the consumption concept and conservation awareness.In order to achieve sustainable development of the integration of intangible cultural heritage and tourism in the region,we hope to provide some reference and reference for the integration of intangible cultural heritage and tourism in other ethnic autonomous counties.